Hiring A Viral Content Creator To Scale Javvy Coffee's Top Of Funnel Efforts
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Defining The Role
In today’s DTC environment, the line between a social media manager, creative strategist & content creator is blurring. The best-performing brands are driven by faces, not logos. Performance marketing is shifting toward entertainment-first content, and Javvy wanted someone who could bring the same energy and conversion potential as a top Meta campaign, but do it organically.
The challenge? Most creators can shoot content. Very few can consistently scale virality. Even fewer have the instincts to turn hooks, trends, and product education into actual brand love.
Meanwhile, Meta ad costs continue to rise. Javvy knew that organic reach and retention-driven growth weren’t just nice-to-haves. They were critical to keeping CAC low and staying competitive in the $96B coffee space.
They needed someone who could move fast, stay on brand, and create content that made people laugh, share, and buy without needing a paid boost.
Finding The Perfect Fit
- Clarify the creator ethos - someone who’s TikTok-native, thrives on camera, and deeply understands the DTC space
- Source from both platforms and portfolios - digging into creator communities, and CPG storytellers from top brands
- Add creative filters — candidates submitted mock Reels shot with Javvy product to evaluate tone, presence, and editing chops
- Move fast and lean — only 3 candidates made it to the final stage. Every one was a serious contender and made it a difficult decision.
The Result
Javvy hired a Charleston-based creator with a proven track record in CPG video. She now runs point on all daily TikToks, Reels, and content collabs.
We were able to make this hire in under 19 days while staying within the budget that the hiring team set out for us.
